The study aims to predict the behavior of tourists in Hadong County, which is registered as KIAHS. Based on the theory of planning behavior, we intend to verify the theory of planned behaviour, which adds descriptive parameters of the perceived value and prior knowledge of an agricultural heritage. In detail, first, the perceived value and prior knowledge of tourists about an agricultural heritage understand the influence of tourists’ Attitude. Second, we could see the role of the behavioral factors in the causal relationship of the planned behavioral theory. We have identified the planned behavioral theory that attitudes, subjective norms, and perceptual behavior controls affect the intention of the revisit. Hadong should remember that by sending and providing various information about Hadong Green Tea and World Agricultural Heritage sites, it is possible to elicit changes in visitor attitudes and revisit visits.

The purpose of this study is to identify the trend of the contents of the plan that was implemented through contents analysis on the master plan project of rural village development projects that began in 2004. Contents analysis is based on the classification of business in the detailed enforcement regulations of rural village development project. Analysis on the project contents was conducted for 30 days from June 20 to July 20 for the 132 regions established in the master plan during the period from 2004 to 2007. The results of the analysis showed the following. First, scenery facilities, rural tourism, cultural welfare and income basis projects accounted for 76.5% of the total projects. Second, with regard to investment costs depending on the contents of the projects, cultural welfare, rural tourism and income basis projects accounted for 66.3% of the total investment costs. Third, it was found out that, with regard to the trend of change in the project contents by year, income basis projects were sharply reduced whereas cultural welfare and scenery facilities projects were increased. Finally, with regard to the analysis on the projects by region, it was found that Gangwon, Gyeonggi and Chungnam gave high weight on rural tourism, whereas Gyeongbuk, Jeonnam and Jeonbuk gave low weight on rural tourism. Particularly, Gyeongnam was found to have given low weight on income basis project.